Gillette Ventures into Gaming via ESL Partnership

Gillette has inked a deal with ESL to sponsor the Intel Extreme Masters championship and collaborate with eSports athlete, Enrique Cedeño.

Gillette has inked a deal with eSports company, ESL, which entails sponsorship of the Intel Extreme Masters World Championship in Katowice, Poland set to run from 24-26 February 2017. Leading its entrance into gaming is the men’s personal care brand’s first eSports athlete, Enrique Cedeño.

Due to his success as a professional gamer, team owner, and former IEM Katowice Most Valuable Player, he is uniquely qualified to join the grooming giant’s all-star athlete line-up. The group will offer the teams and fans an opportunity to customise razor handles using 3D-printing technology.

It will also provide grooming services to all League of Legend’s competitors throughout the opening weekend as well as host autograph sessions and other activities with Cedeño. In addition, the brand is affording fans an inside look at one of the best and most relentless eSports players in the world.

The Pursuit of Precision content series brings enthusiasts closer to the player as he visits the Gillette World Shaving Headquarters in Boston and discusses what it takes to stay ahead of the competition and how to tackle the pressures of owning a League of Legends team during the current eSports boom.

“Gamers at all levels recognise the importance of precision; split seconds and minute movements make big differences. In fact, we get that obsession better than anyone. We are thrilled to partner with ESL and join this evolving community,” said John Mang, Vice President, Global at Gillette.

Go behind-the-scenes with xPeke here. Gillette was a global winner at the 2014-2015 World Branding Awards in the Men’s Grooming – Shavers category.